While sport today is no longer just about the pitch, results and ninety minutes of play, but a complex system of public relations, media visibility, reputation and crisis management, communication teams within national associations are becoming an increasingly important part of how the public perceives an entire organisation. Especially in football, where public emotions, fan expectations and the pressure of results are constantly present, the role of a PR manager has long outgrown traditional media relations.
One of the professionals who has been working in precisely this environment for years is Branko Latinović, Head of the Public Relations Department of the Football Association of Montenegro and this year’s recipient of the PRO PR Globe People Achievement Award presented as part of the 23rd PRO PR Conference. Through his work in internal and external communications, crisis communication, the organisation of national team matches and UEFA competitions, Latinović has built extensive experience that demonstrates how closely sport and communications are connected today.
In the interview below, he talks about the dynamics of sports PR, the crises shaping modern football, the differences between large and small football associations, and why speed of response, transparency and strong internal organisation have become key elements of successful sports communication.
What lies behind the position of PR manager of a national football association, in this case Montenegro?
Behind the position of PR manager of the Football Association of Montenegro lies a large number of diverse responsibilities – managing communications, coordinating with the media and organising media activities, internal communication, as well as organising events with a special focus on national team matches… The diversity of tasks makes the job very interesting, while their frequency brings exceptional dynamics to the role.
What kinds of crises have you encountered in your position and what are the biggest challenges in crisis management?
Crises are an unavoidable part of sports PR and can be caused by various factors such as poor competitive results, doping scandals, affairs related to the integrity of competitions, conflicts within the organisation, or controversies surrounding athletes or management. The cause of a crisis influences the approach to resolving the situation, which is particularly evident when the crisis is triggered by negative sporting results. In all cases, speed of response and maintaining transparency are of crucial importance for a sports organisation facing a crisis situation.
The dynamics of your work depend heavily on the results of Montenegro’s national football team. Through your travels, you have the opportunity to observe the communication standards of other clubs and associations. What do you consider their greatest strengths and weaknesses?
Frequent travel and meetings with colleagues from other associations, as well as international organisations, provide an opportunity to gain valuable experience regarding different approaches to communication with all stakeholders. Communication teams within European national associations differ in size and character, so I often witness very different approaches when communicating with, for example, fans or clubs. The advantage of “smaller” associations and their communication teams lies in the speed of internal procedures, which allows decisions to be made faster. On the other hand, “large” associations set communication trends, establish standards and influence the development of services and experiences expected or demanded by fans, clubs, athletes and sponsors. We try to implement examples of good practice, regardless of whether they come from “small” or “large” associations, within the Football Association of Montenegro as part of our ongoing efforts to improve communication with stakeholders.
If you were not working in public relations, what career path would you most likely have chosen?
Most likely, my professional path would still be connected to sport, in roles involving event or competition organisation. I am extremely happy that through my engagement with UEFA I participate in organising international club matches, gaining experience that is highly valuable for improving knowledge and skills applicable to event organisation.
What moment in your career has left a particularly strong impression on you, apart from the awards you have received?
The organisation of every event, whether international or domestic, always brings experiences that leave a mark on a professional level. Successfully organised matches, competitions or events are the best confirmation of the importance of teamwork and effective communication. Situations in which we, as an organisation, managed through smart communication to change public perception and build stronger relationships with stakeholders have also left a particularly strong impression on me.
